Brand idea: Unlocking Futures.

Inspired by the new company’s impressive Nostradamus-like expertise in forecasting things yet to come, the brand idea we developed was Unlocking Futures; and from that, the name – The Futures Company – naturally followed.

Both idea and name capture the company’s unique blend of qualitative and quantitative research; their focus on learning from the past and present to understand the future; their rigorous analytical skills; and their imagination, curiosity and passion, with which they inspire clients to unlock a better future.

Visual language: a glimpse of the future.

Our elegant and ultra-modern typographical brand mark intriguingly suggested something about how, while the future may be forecast with great accuracy, it can never be wholly visible.

And by combining the mark with simple but warmly human imagery, we created a visual language that would reinforce the idea of a company capable of “unlocking futures”, across a wide range of brand communications.

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CRAWFORD HOLLINGWORH
Executive Chairman
The Futures Company

“Compelling and creative. Neon were a really great partner for our naming and rebranding work. The enthusiasm and care that they put into the pitch carried on throughout the engagement. They consulted widely with our management team and demonstrated a strong grasp of our business fundamentals and opportunities, resulting in a strong and compelling brand idea. Their creative work was innovative and pushed us to a new level in terms of how we present ourselves. The internal launch was made particularly successful because of the video developed by Neon, which gave a powerful strategic rationale for our new name and identity, and brought it to life in a way that proved inspirational to the team.”

SIÂN DAVIES
Chief Executive
The Futures Company

“Inspirational, insightful and inspiring. Neon did great work for The Futures Company. We had a difficult branding challenge, which they mastered brilliantly. They started by defining a process within which we could focus on key issues, and with that we were able to articulate a set of criteria that successfully guided the rebranding of our company.

They exhaustively developed creative alternatives for us to review and provided insightful counsel as we narrowed down our choices. Once the decision was made, Neon developed an outstanding video and presentation for us to use in introducing the new company identity internally and to our clients. We rely closely on the rulebook of branding guidelines they prepared. Every step of the way, Neon was a close collaborator and a nonpareil strategic branding partner.”

J. WALKER SMITH
Executive Vice Chairman
The Futures Company
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